Novo Nordisk Launches Wegovy Subscription Plans in the US
Novo Nordisk is launching monthly subscription plans for US patients paying out of pocket for Wegovy. The new pricing offers discounts of up to 30 percent.
Novo Nordisk A/S is launching a new discounted subscription program for Wegovy patients in the United States who pay for the medication out of pocket. This initiative offers monthly pricing up to nearly 30% below standard rates as the company seeks to expand access and compete with Eli Lilly and Company in the rapidly growing obesity-treatment market.
The program, which launches Tuesday, will be accessible through telehealth platforms such as WW International, Inc. (WeightWatchers) and LifeMD, Inc.. Other providers, including Hims & Hers Health, Inc. and Sesame, are expected to join the initiative shortly. This shift toward direct-to-consumer sales and telehealth partnerships is designed to retain patients on treatment longer and steer them away from unapproved compounded versions of the drugs.
Under the new subscription structure, eligible patients can commit to three-, six-, or 12-month supplies to secure lower fixed monthly costs. Wegovy injection pens will be priced at $329 per month for a three-month plan, $299 for six months, and $249 for a year-long subscription. These rates represent a significant reduction from the current $349 standard monthly self-pay price. Additionally, the Wegovy pill will be available for as low as $249 per month on a 12-month plan, compared to its standard $299 rate.
Ed Cinca, Novo Nordisk's senior vice president of marketing and patient solutions, noted that patients are increasingly seeking transparent and manageable payment options for obesity care.
We're seeing the patient evolving into the consumer of health.
The pricing strategy comes as Eli Lilly maintains its own competitive pricing for Zepbound, with self-pay costs ranging from $299 to $449 depending on the dosage. Eli Lilly is also awaiting U.S. Food and Drug Administration approval for its own oral obesity medication, which is anticipated as early as the second quarter of this year.
Zach Reitano, CEO of the telehealth firm Ro, suggested that the pharmaceutical giants are adopting strategies common in other consumer-facing sectors to lower distribution costs and reach a broader audience.
They're following the exact same path that you'd normally see in other consumer industries.
Based in Denmark, Novo Nordisk has undergone significant internal changes over the past year to strengthen its position in the American market. This included a change in leadership and job cuts following Eli Lilly's aggressive move into direct-to-consumer distribution. In November, Novo Nordisk had already reduced Wegovy's standard self-pay price from $499 to $349, signaling an intensifying price war in the weight-loss medication industry.
